U.S.

Women’s Hockey: Fighting for Equality

By: Carly Lang

Table of Contents

Overview 2

The Tale of Two Teams 2

Stats & Facts 2

A Long Time Coming 3

R.A.C.E. 4

S.W.O.T. 6

Dear USA Hockey 8

Advocates for Equality 9

An Equal P(l)aying Field 10

Solutions 11

Implementation & Communication 11

References 12

1
Overview

In March 2017, just weeks before the International Ice Hockey Federation
Championships, the U.S. women’s team announced they would be boycotting the tournament in
hopes of reaching equality for women’s hockey. In comparison to the men’s team, the women
were not treated with the same regard. Compensation levels, workout stipends, marketing and
travel accommodations were far less than what the men had been receiving from USA Hockey.
The women’s team decided to take a large step towards equality when announcing they would
not be participating in the IIHF World Championships, the largest tournament for women’s
hockey outside of the Olympic Games.

The Tale of Two Teams

Prior to the strike, the women’s team was compensated with $1,000 for monthly training
and subpar travel accommodations which included sharing rooms, flying coach, no guests
allowed and no insurance benefits (Langone). USA Hockey also had no marketing plan in place
for the women’s team, despite placing first or second in the world championships every year
since 1990, unlike the men’s less successful record which includes four bronze medals
(Berkman). The U.S. men’s team has everything the women do not, business class travel, single
rooms, allowed guests and marketing for the team as well as the sport of men’s hockey itself
(Langone). The most sizeable difference of all between the two teams was annual wages. The
U.S. men’s team in 2017 and prior had been comprised of NHL players typically receiving six to
seven figure salaries in their contracts from the NHL. The women’s team reported half of women
on the team work second or third jobs, some even rely on family for financial support in order to
pursue hockey. Some players on the women’s team also compete in the National Women’s
Hockey League, the women’s “equivalent” to the NHL where salaries range from $10,000 to
$26,000 annually (Berkman).

Stats & Facts

· Women’s hockey became an Olympic Sport in 1998 (Gworek).

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· In non-Olympic years the U.S. team spends 60-70 days together, opposed to residency from September
to the beginning of the Olympics (“Update on”).
· USA Hockey’s annual spending budget for the men’s program is $3.5 million (Wawrow).
· The men’s team plays 60 scheduled games a year while the women play nine (Domoniske).
· 23 players are selected for the roster, all with collegiate hockey backgrounds or current collegiate
players (“2018 U.S. Olympic”).
· As of the 2018 Olympics, 10 players were returning Olympians and six players were two-time
returning Olympians (“2018 U.S. Olympic”).

A Long Time Coming

· February 6, 2016: Ballard Spahr, a Philadelphia law firm, agrees to represent the women’s team pro
bono (Ayala and Bevis).
· April 2016- February 23, 2017: USA Players and Ballard Spahr legal counsel hold negotiation
meetings with USA Hockey (Ayala and Bevis).
· 10 a.m. EST on March 15, 2017: U.S. players announce
the boycott of IIHF World Championships via
ESPNW.com articles and scheduled social media posts
from senior players (Ayala and Bevis).
· 3 p.m. EST on March 15, 2017: USA Hockey resales a
false response statement claiming the women will receive
$85,000 during the Olympic period (Ayala and Bevis).
· 4:19 p.m. EST on March 15, 2017: Ballard Spahr
responds clarifying that USA Hockey’s response was
invalid (Ayala and Bevis).
· March 23, 2017: USA Hockey begins to reach out to
NWHL and collegiate hockey players to make new roster for IIHF World Championships (Ayala and
Bevis).
· March 24, 2017: Women’s team gains various alliances with other professional sports, athletes and
NWHL and collegiate players who announce they will not be replacing the current players for Worlds
(Ayala and Bevis).

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· March 27, 2017: 16 U.S. Senators
send a letter to USA Hockey and the
director, Dave Ogrean, encouraging
USA Hockey to give the women
proper resources (Iverson).
· March 28, 2017: USA Hockey and
the women’s team reach an agreement.
· March 31, 2017: IIHF World
Championships begin in Plymouth,
Michigan (“U.S. Women’s Hockey
Team”).
· April 7, 2017: U.S. Women’s Hockey wins seventh world title in eight years (Howard).

R.A.C.E.

Research: With the women’s team experiencing this injustice for years, they were certainly well
versed in the inequalities happening within the organization. Working side by side with the
men’s team, the women had seen the inequalities they were facing first hand. The women did use
evidence beyond their personal experiences to fight against USA Hockey. The first piece of
research the women were able to use against USA Hockey was the player handbook from the
2013 and 2014 IIHF championships which highlighted the unequal perks the men’s team would
receive (Garcia). The women’s team and Ballard Spahr also called upon the Ted Stevens
Olympic Amateur Sports Act. This act was introduced in order to protect the rights of athletes
(“S. 2119”). The women used this information to fight that it is the women’s right to be
compensated fairly by USA Hockey.

Action: The two main actions in this case study were the women’s legal partnership and the
potential planning of a strike. With the help of Ballard Spahr, the U.S. women were being
represented by a legal team to help reach the goal of equal treatment. The biggest action taken in
the team’s quest for equality was the announcement of the strike during the IIHF
Championships. This action not only amplified the importance of the situation but also brought

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the fight to a public stage, where the women could gain support and continue to pressure USA
Hockey.

Communication: The communication between the women’s team and USA Hockey involved
many private negotiation meetings. To bring this all to the public eye, the women’s team often
used media outlets such as ESPN and the women’s personal social media accounts to share
updates, press releases and official statements directed towards USA Hockey. The team’s first
press release was announced on Ballard Spahr’s website (“U.S. Women’s National”). The
women all posted a statement to social media accounts, as well as releasing an article to ESPNW
(Ayala and Bevis). In the women’s posts to social
media they used the hashtag “BeBoldForChange” in
all the team’s efforts to spread the word. The women
often banded together to post the player statements
at the same time. In one example, the team posted
images of themselves each individually holding up a
sheet of paper that stated, “The players of the
USWNT are… #BeBoldForChange”, the signs
showed a single adjective that each woman thought
represented the women’s team (Ayala and Bevis).
Using social media was a strong way for the women
to involve the world in what had been taking place behind closed doors. With a secretive fight
that had been happening for so long, the women were able to bring the topic of gender inequality
in the hockey community to the public eye.

Evaluation: The women’s team was able to find success in the team’s campaign for equality.
Both sides were able to strike a deal that was not disclosed to the public but was a deal that the
players stated they were exceptionally happy with (Garcia). An anonymous source who claimed
to have viewed the contract said that the women’s individual compensation increased by roughly
$70,000 per player and would be more if the team were to win the Olympics or the world
championships (Howard). The women also received double the training stipend, travel and
insurance coverage and larger winning bonuses (Langone). Beyond equal compensation the

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game of women’s hockey has grown exponentially, which was another goal of the women. Just a
year later, at the 2018 Olympics, the women’s gold medal game became the most watched late-
night show in NBCSN history with 3.7 million views (BWW News Desk). Girl’s hockey has
also grown greatly per the women’s demand for more attention on girls’ development. In 2018
girl’s hockey reached a record high of 60,983 total girls registered with USA Hockey (“Hockey
in the United States”). This growth can be attributed to the emphasis USA Hockey has put on
female development. In 2019 USA Hockey and the NCAA hosted a workshop to educate
coaches and demonstrate on the ice how to improve the overall quality of women’s hockey. The
program was led by high-level female coaches, including USA player and former captain,
Meghan Duggan. The goal of the program was to impart knowledge that could be brought back
to each participant’s hometown program to further improve women’s hockey everywhere
(Castro). Overall, the women’s team was able to
create equality for the current team as well as instill
better programming for future generations to come.

S.W.O.T.

Strengths: A large part of the women’s team’s

success came from the timing of the boycott.
Demonstrated by the timeline, the boycott was announced just 16 days before the World
Championships were set to begin. With such a short time period for USA Hockey to find a
solution, they risked facing an even bigger public relations problem if the U.S. were to miss out
due to unfair treatment of the women’s team. Economy.org notes that the three things that make
a strike successful are the short-term effects, how replaceable workers (players) are and the
support strikers have from the public and government (Waldersee). As previously mentioned, the
short-term effects would be damaging to USA Hockey’s reputation. As a dominant force in the
tournament, not attending would certainly stir up controversy. Replicability and support go hand
in hand for the women’s team. They had the support of the players USA Hockey reached out to
as replacements, support from other sporting leagues/sponsors and governmental support through
U.S. Senators. The women’s winning history helped gauge the importance of the women
receiving fair treatment as well. The team has a total of 18 silver and gold medals from the world

6
championships, missing the tournament would have resulted in the first ever non-medal year for
the women’s team (“Team USA”).

Weaknesses: Women’s hockey is a growing game but still has a far way to go to be as widely
supported as men’s hockey. In the 2017-2018 season USA Hockey reported having 555,175 total
players registered, only 75,832 of that total were female players (Wood). This can be considered
a weakness as the game of women’s hockey is not nearly as popular as the male counterpart
sport. The U.S. women’s team had also attempted to negotiate contracts in the past multiple
times and failed to reach a fair agreement. Before announcing the strike, the women had been
negotiating with USA Hockey for more than a year, failing to reach equality each time (“Several
Players”). Another weakness the team faced was a lack of ability to fund this project. The team
was able to get pro bono support from Ballard Spahr, who donates three percent of the
company’s billed hours to pro bono services annually (“Pro Bono”). The women had to rely on
pro bono service, meaning the only option they had was to take a chance on the number of hours
Ballard Spahr could provide to the case. This could have ended poorly for the women had the
case gone on longer than what the legal team was willing to provide them with without
compensation.

Opportunities: The biggest opportunity by far in this case was for the women to gain equality.
From the beginning the women’s goal was to gain the same treatment and compensation as the
men’s players. With this case, the women were creating a real opportunity to close the gap. Other
potential opportunities for the women beyond compensation are creating long standing
partnerships and the ability to grow the game. In the 2019 NHL All-Star competition women’s
team member, Kendall Coyne Schofield was invited to take the place of a sick contestant to
compete with the men in the fastest skater competition. Schofield was the first woman to ever
compete in the competition and held her own against the men (Benjamin). This opportunity
given by the NHL is an example of how the NHL and the women’s team partnering on the ice
grows the popularity of women’s hockey. Many NHL players are marketed through partnerships
with brands that highlight players in company commercials and posts. The top two brands used
by NHL players are CCM and Bauer (Lee). The women’s team has another opportunity to
market themselves at the same level of professional male players through partnerships with these

7
brands. CCM currently sponsors seven U.S. women’s team players (“Pro Players”). Bauer as of
March 2019, has expanded from one U.S. women’s team player to three (Bauer Hockey). By
increasing these numbers and the amount of featured content they receive from the brands, the
U.S. women’s team can continue to push their agenda of more marketing and equal treatment in
hockey.

Threats: When USA Hockey and the U.S. women’s

team eventually reached an agreement; the women
were signed to a four-year contract (Garcia). This
poses a threat for what is to come beyond the four-
year deal. There is no telling what exactly the next
contract, if there is one, will entail for the women of
USA Hockey. USA Hockey posed a major threat on
the women’s team when searching for new players to replace them. Brittnay Ott, a player in the
NWHL, had stated that having
never been invited to play for
Team USA she would have
loved that invitation had it not
been at the current time
(“Several Players”). Considering
getting an invitation to play for
Team USA is such a big deal to
players, the women’s team was
running the risk of losing spots
to women who had been training all their lives to be invited. Lastly, because the male athletes are
paid professional salaries from the NHL, USA typically does not employ players (“Statement
Regarding”). This is a strong argument for USA Hockey against the women’s team’s fight for
salaries.

Dear USA Hockey

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 The U.S. women’s team had a very specific audience in mind when beginning this fight.
USA Hockey was the main target of all of the women’s efforts. In this scenario, the women were
aiming to seek attention and actions from USA Hockey. Everything the team did was in efforts
to communicate the change they wanted from USA Hockey. USA Hockey’s executive board is
comprised of 91 total members and only 15 women (“Board of Directors”). The next major
audience in this case is the media. The U.S. team often posted social media posts, spoke with
news stations and had articles posted in large publications such as The New York Times and
ESPN. In doing so, the U.S. women were able to put even more pressure on their main audience,
USA Hockey. The last target audience, like the media, was used to increase the pressure put on
USA Hockey. With such a public debate, the women relied on the fans, other women’s athletes
and youth athletes. This promoted a dialogue of the importance
of equality to the public and younger girls who have the
opportunity to be treated equally post-strike.

Advocates for Equality

The most valuable partnership through the team’s battle

with USA Hockey was with the Ballard Spahr. John B. Langel
was one of two lawyers from Ballard Spahr to be representing
the women. Langel had previously represented the
U.S. Women’s Soccer Team in a similar battle for fair
contracts (Blumenthal). Without the legal advising of
an experienced lawyer, the women would have risked
lacking the proper resources necessary to negotiate a
contract.
Many athletes and leagues within the sports community also banned together to support
the women’s fight. The NHL, NBA, NFL and MLB player’s unions all announced alliances with
the women’s efforts via Twitter (Allen). According to ESPN, the NHL even helped the women
achieve their goal by agreeing to pay USA Hockey $25,000 per player in order to help USA
Hockey and the women’s team reach a fair agreement (Wyshynski).
While many showed their alliances via Twitter announcements, the men’s national
hockey team and the potential replacements of the current women’s team were all prepared to

9
and/or took action to stand with the women. While an official statement was never given, Allan
Walsh, an agent for many NHL players, tweeted that the U.S. men’s team was also considering
striking in solidarity. The men were set to play in the beginning of May, therefore no statement
came at the time (Allen). When USA Hockey began reaching out to NWHL, collegiate and high
school players to form a new roster, the women asked also banded together with the current U.S.
roster. Many took to Twitter to refuse the offer by stating “Today I will do what others won’t so
tomorrow I can do what others can’t. I said no to USAH & will not play in the 2017WC
#BeBoldForChange” (Ayala and Bevis). Every athlete who declined USA Hockey’s offer used
the same message.
The women’s team also gained two unexpected alliances during the fight including
Dunkin’ Donuts and 16 U.S. Senators. Dunkin’ Donuts is a large partner of USA Hockey who
announced the company’s commitment to supporting women’s hockey regardless of the
company’s partnership with USA Hockey (Perez). The most unlikely partnership the U.S.
women received was through 16 U.S. Senators. Massachusetts Senator Elizabeth Warren created
the letter sent to Executive Director, Dave Ogrean, expressing that Warren and the other 15
democratic senators urge Ogrean and his board to treat the women equally and respectfully
(Iverson).

An Equal P(l)aying Field

This campaign can be summarized into three main objectives; more monetary
compensation, more benefits and an increase in marketing and developmental programs. In terms
of monetary compensation, the women were requesting $68,000 annually as well as a larger
monthly training stipend and a larger performance bonus for winning medals (Langone). The
women were also looking for benefits outside of monetary compensation. Some examples listed
in the team’s demands included having disability insurance and better travelling conditions. The
last major impact the women wanted to create was to increase the marketing for women’s
hockey and development program overall (Langone). The main theme of the three objectives the
women’s team was attempting to reach was creating a more equal image of women’s hockey in
the hockey community.

10
Solutions

The team did an outstanding job when it came down to timing, alliances and public
perception to successfully carry out their objectives. Some slight improvements could have been
made during their fight, which most certainly isn’t over. The team received tons of media
coverage during this time, however, it was all rather repetitive information. A potential solution
for the team could have been an exclusive partnership with a specific media outlet. This
partnership could have entailed stories released based on updated negotiation information as well
as things like player profiles and feature stories. The negation updates are vital in keeping the
public updated on the specific case, but player specific stories and entertainment-based stories
have the potential to create emotional ties with the public. By letting the public in even more, the
women could have not only created more buzz during the process, but also become household
names in the sports industry to grow the game. According to Syracuse University, 96 percent of
consumers learn about causes through marketing communications (Morel). The women’s team
had the potential to tap into the emotions of the public by creating a partnership with a media
outlet in order to dive deeper into the women’s hockey team’s struggles and accomplishments
over the years.
The next solution the women need to focus on is the longevity of this case. Considering
the contract is only four years long, there are a lot of unknowns to face in the future. A solution
to the unknowns ahead would be for the women to become working members of USA hockey.
By the 2020 Olympics when the women’s contracts will be up, there will also be six players who
are currently rostered on the team ranging between the ages of 33 and 35 (“2018 Olympic Winter
Games”). In the 2018 Olympics the average age of U.S. competitors was 26.5 (Jimison). A great
way for USA Hockey and the women’s team to continue to ensure equality would be to create a
board of the soon to be retired players dedicated to monitoring the women’s program. This will
not only increase the number of women on USA Hockey’s board but can also ensure that said
board is full of women focused on finding more partnerships for program development, growth
and continuously updating the contracts of current players to further push equality between the
men and women.

11
Implementation & Communication

In order to implement the solution of partnering with a specific media outlet, a lot of
research would be needed. The team would need to be able to draft media pitches for appropriate
outlets. ESPNW was the news outlet that first launched the story of the women’s threat to protest
simultaneously with the player’s social media announcement. As a website that is affiliated with
the larger known ESPN and the site’s commitment to women’s sports, the team could have
looked to stress the idea of the movement and working exclusively with them due to the
company’s prior knowledge. Beyond communicating with the outlet to create the partnership,
stories would need to be interesting enough to keep readers talking about the women’s team
between negation updates. In the 2018 Olympics, a story that was shared time and time again
was the story of U.S. player, Hannah Brandt, who would be competing against her adopted sister
that was rostered on the Unified Korean Olympic team (Morea and Stump). ESPNW could have
looked to publish unique stories like these to make readers feel like they know and want to
support the players fighting for equality.
Creating another agreement with USA Hockey to elect a women’s board of directors
solely focused on women’s hockey could definitely be another difficult task for the women. In
order to implement this, the women would once again need to discuss and stress the importance
of making this change with USA Hockey. With the threat of a strike USA Hockey was quickly
pressured to make a decision previously. The women should look to stress that giving retired
female players a seat at the table can avoid another breakdown between the two parties. This
partnership brings the potential to keep both parties feeling happy and heard for a long time to
come.

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